Brief

Primemilk — is Eastern Europe's largest producer of whey-based ingredients for the food and feed industries. The company has already earned the trust of customers and established a good reputation in Belarus, Asia, Africa, and the Middle East.

The next step in development is to enter new markets and foster business in the B2C segment. In order to enter into serious contest with competitors from Europe, Australia, and New Zealand, the brand attributes had to be reconsidered as well. Having done so, the decision to re-brand was made.

Solution

Fabula Branding conducted an audit of the Primemilk brand and researched the international market, competitors and possible customers. On the basis of the analysis a positioning was developed - Master-Ingredients. Master in English means not only a master, a professional, but also the leader, manager and owner. So, the positioning marked the leading position of the company on the market and created a new product category.

An excellent reputation already allowed the company to communicate confidently. The agency's specialists created a slogan based on the notion of primacy already embedded in the name. Thus a rhythmic and dynamic phrase Perfection in Action appeared, supplementing the image of a team with an active lifestyle, attentive attitude to work and healthy perfectionism.

Changes have also been made to the corporate identity. Fabula Branding has updated the logo, while retaining the principle of its design. Brand mark - interpretation of ingredients and their combinations - was transformed into a concise graphic element and began to be actively used in the design of media.

The agency revised the color codification and developed a new color scheme reflecting the brand's character. The current combination of green and blue conveys calmness, confidence and professionalism. In the process, all points of contact with clients, consumers were analysed - this helped to create a design for each of the branded media.

The agency's team also developed the site's UI and UX design, creating a user-friendly platform for interaction with the brand. To make the brand's media resources more structured and thoughtful, Fabula Branding conducted a large-scale photo shoot of the company's team, product and locations. The final stage was a large-scale video shoot and the creation of four videos for different types of business tasks.